Watch makers should know that watches are not merely jewelry to most buyers. People don't just buy watches because they like the looks, but there are other factors me take into consideration. I would be very interested to know how someone's one week experience with a watch was before I purchased one. Positive accolades about a watch's function and comfort are highly relevant and important to most purchasing decisions. We want to hear about them. Further, the importance of reviews becomes much more prevalent as most people have no access to watches they are interested other than seeing pictures of them in a magazine or on the internet. Watch makers without extremely powerful global distribution could easily maintain stellar sales by simply having some positive things said about their products. Most people cannot just go to a store and handle the watches they are interested, so reviews by non-marketers are very important.